Morning Update: Dogs sing for a cure; Katie Couric close to deal to create Yahoo news; Sean Bean stars in Make-A-Wish ad

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

AdWeek: Dogs Sing for a Cure in Canadian Campaign Against Animal Cancer

“Dogs “sing” a “We Are the World”-esque power ballad in this ad for Pet Trust, a Canadian organization that’s trying to end animal cancer as we know it.”

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AdNews sister title Australian Creative resigns from CAB audit

Australian Creative coverAustralian Creative, the sister publication of Ad News, has resigned from the Circulation Audit Board in the latest round of distribution figures.

The title published by the Yaffa Publishing Group is one of four magazines to resign its membership as well as four community newspapers and one foreign language newspaper. A spokesman for the Audited Media Association of Australia, that runs the audit, said the number of withdrawals was not unusual.

Australian Creative published six times a year and had a circulation of 3,491 in the last CAB audit in March, according to the Yaffa publishing website. Read more »

Matt James to head expanded Nine creative division Powered

MattManaging director of media at Mi9 Matt James is to take the head of Nine’s expanded creative services division Powered.

James will move across to the parent company to take the role of group director, reporting directly to Nine group sales and marketing director Peter Wiltshire.

“We are delighted to welcome Matt James in the newly created role of Group Director of Powered, leading the powered team and delivering integrated client solutions across TV, digital and all Nine Entertainment Co. assets,” said Wiltshire. Read more »

Ten kicks off advertising blitz for Sochi Winter Games

Network Ten has kicked off its campaign promoting the network’s coverage of the XXII Olympic Winter Games in Sochi, Russia in February next year with a campaign built around the idea of ‘Just Add Snow’.

The campaign, developed by BMF, focuses on how Australian Winter Olympians prepare for competition whilst at home and features snowboard world champion Alex “Chumpy” Pullin, luge contender Alex Ferlazzo, bobsleigh competitor Jana Pittman and aerial skier Laura Peel.

Network Ten chief brand officer, Matt McGrath said: “The Just Add Snow campaign celebrates, in a light-hearted way, the incredible lengths these athletes go to for their training, in a hot, dry country. It also gives viewers a glimpse of the action, thrills and spectacle of a Winter Olympics.”

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Match and Clemenger BBDO top 2013/14 Agency Review

media agency reviewThe “king of the indies” Match Media and “world class agency” Clemenger BBDO scooped the top spots in the 2013/14 media and creative Agency Review, published today.

For the review, produced by Mumbrella’s sister marketing intelligence tool The Source, a panel of 40 experts and 550 Mumbrella readers rated 26 creative and 21 media agencies in ten categories based on their reputation in the industry.

creative agency reviewIn creative, Clemenger came out on top by just 0.02 per cent in the overall rankings ahead of Sydney independent The Monkeys, topping six of the ten assessment criteria, with Whybin\TBWA, Droga5 and Leo Burnett completing the top five. Read more »

SCA registers domain names for Sophie Monk and Jules Lund

Sophie Monk and Jules Lund appear likely to be the next Kyle and Jackie O on Sydney’s 2Day FM after Southern Cross Austereo registered web domain names for the pair.

Sophie Monk, Jules Lund and Merrick Watts, have been speculated to be the favourites for the Breakfast show, however there is no mention of Watts in the domain names registered by SCA:,, and

According to the Australian domain registration services, Southern Cross Austereo Pty Ltd created the domain names on October 15.

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Parker: Australian agencies not built for project based work

Tim Burrowes, Mark Green, Tim Parker, and Travis Johnson at SAGE yesterday.

Tim Burrowes, Mark Green, Tim Parker, and Travis Johnson at SAGE yesterday.

CEO of Naked Communications Tim Parker has told an audience that Australian agencies are not adequately built for the growing trend of project based work.

Speaking at the Secrets of Agency Excellence Conference (SAGE), hosted by Mumbrella’s industry guide The Source, Parker said most Australian agencies are still geared for retainer business and are struggling as clients push for them towards project-by-project work.

“It’s now so much more project based,” said Parker “What happened to the retainer business?”

“If you’re a large agency, then structurally you’ve got 350 people to feed every month and you’ve got all these overheads, you need the big knees clients, you’re kind of dependent on that. How they adapt to a world of unpredictable project income, I actually have no idea,” he said.  Read more »

SMH journalists to question management about UTS paid liftout

Fairfax is again facing questions about its  labelling of advertorial content with journalists at The Sydney Morning Herald understood to be questioning management about the online declarations of a paid liftout for University of Technology Sydney (UTS).

Yesterday UTS paid The Sydney Morning Herald to distribute copies of their 8 page magazine Brink. As part of the deal the content, largely authored by former Herald journalist Wendy Frew, was also published on the SMH website under the label “Content by UTS”, with a publishing credit at the end of the piece.

Mumbrella understands the Media Entertainment and Arts Alliance, the union which represents journalists, is set to raise concerns with management about the paid content and its labelling with a number of journalists concerned “Content by X” may become a new standard as Fairfax moves to expand its branded content offering.

Fairfax boss Greg Hywood recently flagged the media company would be expanding its content marketing offering and yesterday announced the promotion of Simon Smith as managing director of Fairfax Content Marketing.

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Carlton launch new product with 8-part Cold Hotel ad series

Carlton & United Breweries has kicked off a campaign to introduce its newest product, Carlton Cold.

The campaign, by Clemenger BBDO Melbourne, features eight commercials set in a bar in the outback called The Cold Hotel. Each of the commercial introduces audiences to a new character: the hotel owner, Icy Fred; the Yeti barman; the barmaid Tara; and the hotel manager, Frost Ray.

CUB’s general manager of marketing, Andrew Meldrum said: “The new campaign aims to bring a modern, quirky new personality to the brand, and should differentiate it from mainstream midstrength brands. The TVCs have been written to bring the “coldness” benefit to life in way that consumers probably haven’t seen before, and that will hopefully make them smile.”

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Return of the Bachelor rejects wins time slot for Ten

Channel Ten’s two hour show featuring interviews with the women rejected by The Bachelor saw off competition from Seven and Nine with 768,000 metro viewers viewers according to OzTam.

The show was first in its timeslot ahead of Beauty and the Geek Australia and How I Met Your Mother on Channel Seven, and stronger than a new episode of Top Gear on Channel Nine.

The Bachelor: After the Final Rose, which also featured an interview with bachelor Tim Robards and his final choice Anna Heinrich, was also the most popular show in Ten’s target ad demographic of people 25-54.

Meanwhile the ABC1’s Aboriginal drama Redfern Now was fourth in its time slot with an average 478,000 metro viewers according to preliminary overnight ratings from OzTam.

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Morning Update: Air NZ flights full of Hobbits; Facebook plays favourites with Autoplay video feature; The most shared ads of 2013

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

AdWeek: Air New Zealand Once Again Says Its Flights Are Full of Hobbits and Dwarves

There is one good reason to visit New Zealand (not counting you already happened to be in Australia so why not swing by). It’s because you wish you lived in The Lord of the Rings instead of in the real world.

Just ask Air New Zealand, which appears to have conceded this in its latest Middle-earth-themed video—not its first. The new spot urges you to pack your bags with golden baubles and helmets and shields, then board a giant eagle-winged aircraft piloted by bearded dwarves.”

AdWeek: Facebook Plays Favorites With Autoplay Video Feature

“Experimenting with new ways to display video in the News Feed, Facebook is also apparently playing favorites in deciding what content gets enhanced features like autoplay.

A sneak peek at the new video autoplay function, which is being tested by select users, shows that Facebook videos shared by friends will play automatically, but videos from sites like YouTube are displayed more subtly.”

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Fairfax Media makes Simon Smith MD of new Fairfax Content Marketing

SmithFairfax Media has made Simon Smith managing director of Fairfax Content Marketing in a newly created role heading a newly created department.

The new division will leverage content across Fairfax Media’s newspapers, magazines, radio, television and online properties.

Greg Hywood, chief executive officer of Fairfax Media recently announced that the company would be making a major new push into content marketing. Read more »

Body of Work Festival with Harvey Weinstein postponed as producer cancels trip

A film festival celebrating the work of producer and distributor Harvey Weinstein will not go ahead in Canberra this weekend as its honouree is unable to travel due to health reasons.

The renowned producer and distributor who founded Miramax and runs The Weinstein Company is the focus of the inaugural weekend-long event planned by the Canberra International Film Festival.

However Weinstein said in a statement that doctors would not allow him to travel because of his knee injury. Nicole Mitchell, director of the Body of Work, said the festival could not go ahead without him. Read more »

Mediacom retains CUB account

Carlton and United Breweries has reappointed Mediacom as its media buying agency, knocking out Carat and PHD in the final pitch.

The appointment follows a review which began in July and will see Mediacom extend its contract for another three years.

Peter McLoughlin, marketing director of CUB, said in a statement: “This will ensure we get the best value for every dollar we spend on media and that Mediacom will be in a position to work alongside our other agencies to deliver truly integrated and aligned 360 marketing.”

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UM’s Mat Baxter says industry should stop apologising for long hours

Mat Baxter UMMat Baxter, CEO of UM Australia has called on the industry to stop apologising for the workload placed on young staff.

Speaking at the Secrets of Agency Excellence Conference (SAGE) hosted by Mumbrella’s industry guide The Source, Baxter said young Generation Y wanted to put in the extra time and effort to succeed.

Baxter said: “There’s no shame in putting in those hours and doing  that effort and I kind of feel that the industry is being apologetic for long hours — like, get over it. Read more »

Sean Cummins: I tried to buy Naked


Sean Cummins

Sean Cummins has revealed he made a bid to buy Naked Communications from holding company Enero earlier this year, before newly minted strategic partner Adam Ferrier joined his agency.

At the Secrets of Agency Excellence (SAGE) conference today Cummins also decried the state of the ad industry at the moment, and claimed the one-stop-shop model of his CumminsRoss agency did not mean clients missed out on good media deals.

On the Naked deal Cummins said: “About eight months ago I rang Matthew Melhuish and he didn’t return my call for about two weeks and when he did I said ‘Hi, I’m Sean, I’d like to buy Naked’.

“There was a gasp, them he said you can’t afford it, Naked is too valuable to us. I got no response so I got Adam instead.” Read more »

ABC 702 names Robbie Buck as new breakfast presenter

Robbie2013 2Robbie Buck will return to ABC 702 in the new year as the new presenter of the station’s breakfast program, taking the position vacated by Adam Spencer who announced his resignation in May.

Buck is no stranger to breakfast, having hosted the triple j breakfast program with Marieke and the Doctor. In 2010 and 2011 Buck was a host of the Evenings program and more recently has made guest appearances on Richard Glover’s Critics Forum and Linda Mottram’s Mornings program.

Buck said in a statement: “It’s an incredible thrill to return to the 702 fold. 702 is a station that’s all about connecting. Not just the connection between the announcers and the audience – although that is without par in my opinion – but about the way 702 creates connections between our listeners. The way it taps into the very fabric of this city. It does it in a way that no other radio station can.  With empathy, humour and wit but also with the solid weight of serious insight and analysis behind it.”

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Pitch consultancy The Agency Register rebrands as Pitch Perfect Advisors

PitchPeter McDonald’s pitch consultancy The Agency Register has rebranded changing its name to Pitch Perfect Advisors.

The change was part of a brand refresh said McDonald who added the company had also taken the opportunity to refresh its website and online presence. 

“We won’t be using The Agency Register name actively anymore but I prefer to make a move to a new name rather than hanging on to the old name,” said McDonald.  Read more »

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